e-Channel, a premium Australian search engine marketing (SEM) company has announced an agreement with Fairfax Digital to supply its DynamicCreative™ software to manage search engine marketing campaigns across the publishers classifieds websites – Domain, Drive and MyCareer.

The contract follows an extensive trial of the software which saw
the publisher’s cost-per-click ratio reduced by 30 percent in the first
12 months.

DynamicCreative, a search engine marketing platform created by
e-Channel, has been designed specifically to meet the criteria
established by search engines such as Google and Yahoo! that favours
the relevance of ad content above the advertising cost values.

According to Frank Grasso, CEO and founder of e-Channel, while bid
management software is still widely used in the market, there have been
moves by the dominant search engines to ensure more relevant search
results to improve the experience of web users. This has redefined the
requirements for successful Search Engine Marketing (SEM).

Bid management software is quickly becoming old technology that
manages the cost per click of a campaign. The reality is that Google
does not reward how much an advertiser is willing to pay – they reward
relevance. e-Channels DynamicCreative software is the first SEM
software to market that can assist companies to reach their online
audiences in keeping with these requirements.

As a result of using the DynamicCreative platform, Fairfax Digital
has been able to create roughly 300,000 highly customised unique ads
and expand their campaign from 20,000 key words to approximately one
million keywords.

Our search engine marketing is now far more effective as a result
of significantly expanding our reach. We have crafted highly targeted
ads that have resulted in a reduction of our cost per click and cost
per acquisition, said Graham Perry, managing director, Classifieds for
Fairfax Digital.

Version two of DynamicCreative launched in early June of 2008 and
offers large organisations the ability to efficiently manage their SEM

DynamicCreative is now even more robust and is ideal for clients
who have comprehensive or complex websites. Traditionally large,
dynamic campaigns have been cumbersome and time consuming to administer
and this software automates that process and ensures that they are
managed efficiently, said Grasso.

The software also includes advanced reporting capabilities to ensure
that clients have visibility over all aspects of their campaigns and
can regularly update and adjust them to ensure that they are reaping
maximum value.

e-Channel has experienced significant growth since its inception in
1999 and has doubled revenues over the last nine months. The agency is
currently handling over $15 million in advertising across Google and
Yahoo has grown its sales team by 100 percent in the same period.

Our reputation for providing highly effective search engine
marketing campaigns and unique software to maximise results for our
clients is well known. We have a quality offering, and our expansion
reflects this acknowledgment from the market, said Grasso.